Juice - Canada - November 2016

Juice - Canada - November 2016

Canadians are drinking less juice than they used to. Different factors contribute to this challenging growth environment, such as an aging population in Canada and concerns around sugar. Based on predicted category trends juice companies will need to maintain or grow their share of a shrinking pie to achieve growth and will need to respond nimbly to category trends and evolving areas of consumer demand.

Table of Contents

OVERVIEW
What you need to know
Definition
Formats included in consumer data juice definition:

EXECUTIVE SUMMARY
The issues
Juice sales continue to soften at retail
Figure 1: Retail Canadian volume sales and forecast of pure juice, juice drinks and nectars market, 2011-15
Sugar remains barrier to consumption
Figure 2: Attitudes towards juice around sugar, September 2016
Aging population proves a challenge for the juice category
Figure 3: Juice usage, over-65s vs overall population, September 2016
The opportunities
Cold-pressed represents a fledgling opportunity to bolster juice’s health bona fides
Figure 4: Interest in cold-pressed juice, by gender and age group, September 2016
Expanding beyond breakfast can bolster penetration
Figure 5: Percentage of consumers who agree “smoothies make for a good meal replacement”, by age, September 2016
New flavours and format infuse excitement into category
Figure 6: Interest in juice with internationally-inspired flavours, by age, September 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Long-term category softness expected to continue
Focus on health and weight management to continue
Canada’s aging population represents a challenge for the juice category

MARKET FACTORS
Focus on health and weight management to continue
Figure 10: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
Canadians are increasingly time-pressed
Canada’s aging population represents challenge for juice industry
Figure 11: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061

KEY PLAYERS – WHAT YOU NEED TO KNOW
All-natural positioning resonates with Canadian juice consumers
Cold-pressed juice represents an opportunity to meet demand for natural and healthful offerings
Juice category challenged by concern around sugar

THE CONSUMER – WHAT YOU NEED TO KNOW
Sugar in juice a concern for a third of consumers
Young men are core juice drinkers
Young women most likely to turn to smoothies as meal replacements
A quarter of Canadians cite interest in cold-pressed juice

BARRIERS TO JUICE CONSUMPTION
Sugar in juice a concern for a third of consumers
Figure 19: Attitudes towards juice, by gender, September 2016
A quarter of consumers don’t trust all-natural claims on juice
Price is a deterrent for a minority of consumers
Figure 20: Low price as a factor when choosing one juice over another, September 2016
Figure 21: Juice unit value in local currency, 2010-15
A third of parents concerned about serving juice to kids
Figure 22: Welch’s Premium Juice Ice Bars, (Canada), August 2015

JUICE CONSUMPTION BEHAVIOUR
Chilled carton/bottle juice is the most popular format
Figure 23: Juice formats at any occasion, September 2016
Young men are core juice drinkers
Figure 24: Chilled carton/bottled juice consumption, by age, September 2016
Figure 25: Juice formats at any occasion, by gender, September 2016
Opportunity exists for flavour expansion among Canadians
Figure 26: Top juice flavours (any rank), September 2016
Figure 27: Top juice flavours have not drunk but interested in trying, September 2016
Juice is most commonly consumed at breakfast
Figure 28: Lidl Solevita Relaxing Juice with Melatonin (Spain), August 2016
Figure 29: Format of juice consumed, by daypart, September 2016